Long-form research from the desk that builds the machines — acquisition surface, measurement, conversion chassis, retention and automation. Open access, dated, and written so the result can be rebuilt by whoever reads it.
Nothing gets written before the events are trustworthy: server-side capture, a consent-safe query layer and a holdout that says what would have happened without us.
Every paper carries its arithmetic in the open — quotes × bind rate × premium, spend ÷ CAC × contribution — and names the coefficients it assumes.
A number is only quoted once it has reproduced on a second client system. Single-account anecdotes stay in the working files, not in the paper.
Papers are filed with a code and a date. When the mechanism changes the paper is revised and re-dated — never quietly edited until the old number looks right.
Index by discipline
Healthcare × Search
U.S. healthcare is a YMYL category where trust outranks keywords. The full field guide: E-E-A-T editorial discipline, patient-intent content structure, local search as the acquisition engine, HIPAA-safe reputation workflows, and Generative Engine Optimization — filed with its patient-search data, a 90-day sequence and every claim cited.
Tradeshows, sponsorships, distributor visits and technical papers sitting in one bucket with no holdout and no model behind them — and the media-mix readout the CFO and the BD director both sign.
Consent Mode v2, server-side CAPI and modelled conversions replacing what the pixel never saw — with the match-rate arithmetic shown line by line.
What marketplace and aggregator demand costs a home-services, insurance or automotive brand per bound policy, priced against the owned pages that should have caught the same query.
What lead-response telemetry does to contact rates across markets, and the routing rules that hold a nine-second median without a human in the loop.
Early copies go to client desks and the telemetry list first, a quarter before the paper is filed here. Ask for one — say which.
The running archive
Papers are filed slowly on purpose. The desk's field notes land far more often — same machines, same numbers, shorter form — and the monthly telemetry email carries them before they become either.